The relationship among food perceived value, memorable tourism experiences and behaviour intention: the case of the Macao food festival

ABSTRACT

Limited research has empirically investigated the antecedents and consequences of memorable tourism experiences (MTE). This study helps fill this gap by developing a causal relationship model among perceived value (PV), MTE and behaviour intention (BI). A total of 374 tourists completed the questionnaire. Using structural equation modelling (SEM) technique, the results indicate that PV influences BI via the mediating effect of MTE. The ‘PV-MTE-BI’ model is supported with 74% of MTE and 31% of BI explained. This study thus concludes that to attract more tourists to the food festival, the catering industry should produce tasteful, healthy, reasonably priced, diverse and pleasing food to form positive MTE, and then attract repeat customers.

KEYWORDS:

• Perceived value
• memorable tourism experiences
• behaviour intention
• food festival

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by the National Natural Science Foundation of China [41571116]; National spark plan project [2013GA780092]; Science and technology planning project of Guangdong province [2014A070713037].

Notes on contributors

Ya-fen Huang

Ya-fen Huang, Ph.D student from the Faculty of Hospitality and Tourism Management, Macao University of Science and Technology. Email: [email protected].

Yang Zhang

Yang Zhang, Associate Professor at the Faculty of Hospitality and Tourism Management, Macao University of Science and Technology. Email: [email protected].

Hua Quan

Hua Quan, Professor at the Department of Event Management, Shanghai University of International Business and Economics, Email: [email protected].